If you’re on the marketing team and know that it is time for your business to invest in SEO, your first step will be getting the execs to buy into your reasons for saying so.
Before you pitch to the CEO, keep in mind that it is all about the bottom line for them. So, build your reasoning around how measurable expert SEO is and the ROI they can expect from it.
In this post, I will share a 5-step process for building your case and explaining why SEO is worthwhile.
Step 1: Get the executive buy in to start the campaign with
The first step is getting their agreement to begin building a solid website with high-quality content and ranking it well to attract customers. If you can’t get the CEO on board or at least agree not to disagree with your strategy, then stop now, as they won’t be as supportive as needed later as things progress.
You need them to understand that Google has shifted from just crawling sites based on what it finds there to evaluating those results against user satisfaction, relevance and intent related topics like how deep do pages link to other pages on the site. The goal is that you want your company’s site content to be much more relevant to what people are searching for, and Google will find it, rank it higher and bring much better results.
The top 3 reasons you should build your website right now:
They need to understand how building great websites will attract more targeted prospects to your business’s site, which will become paying customers through conversion rates (getting visitors to take action like signing up for a demo, purchasing or subscribing).
Suppose they can see this as true ROI (returns on investment) potential instead of just a way to get links from high authority sources. In that case, they’ll be on board with financially supporting you in implementing what needs to be done for your SEO campaign.
The other reason to build your site right now is that it’s the only way to get any page to rank well for anything. It will take months before you can expect to see significant results from marketing channels like social media, pay-per-click advertising or even print ads, for that matter. It is because of how slow organic search engine ranking signals propagate through link graphs.
By this time, SEO may have already given you the advantage over competitors who are still trying traditional methods, which are no longer working very well anyway.
Step 2: Explain that they are losing potential customers every day their site is not ranking for queries people are searching.
Now you need to explain to them how it hurts the business daily. For example, say the primary keyword phrase you want to rank for is “best blue widgets.” Here is how it works.
When someone types something like this into Google, Google will show seven blue widget results at the top of the search engine results page (SERP) with little snippets of descriptive text below each one telling searchers more about what’s included in that result.
The #1 ranked web page will get 33% of traffic from that SERP showing up near the top, #2 gets 25%, #3 gets 15%, etc.
Step 3: Explain how SEO will improve their site’s performance
Use the analogy of road construction crews that invest in upgrades to roads, making them better to handle heavy traffic volumes. If they don’t, then you end up with congested, bumpy rides for your customers and potential business partners.
It doesn’t matter if you have the best services or products because your customers won’t be purchasing from you if it takes too long or is too hard to get through your website’s content to anything valuable like contacting a sales rep.
So show them how Google sees their current website as having potholes and other structural issues slowing down user experience times on their site because of what Google has said about this publicly. If they refuse to see the relevance of any of this information, then they aren’t worth your investment in time and resources.
Step 4: Express how important it is to make their site mobile friendly.
Now you want to explain that 2 billion people with mobile devices (smartphones and tablets) use them more than desktops or laptops. Many of these Searches will be local as well.
If a person searches for “best blue widgets near me” and you’re not showing on those smartphone SERPs because your website isn’t mobile-friendly, then that’s potentially lost business.
Most likely, if the CEO can’t see this as an issue now, then they probably don’t know what you’re talking about, so stop right here since continuing won’t get you anywhere.
Step 5: Tell the CEO what to expect.
The good news is that you don’t need to convince them about any of these issues since Google has already done it for you. Show the CEO the following search trends (with actual accurate data from Google Search Console), and they will immediately see how important this is for their business’s future growth potential.
Then explain that they must do some things first if they want to be #1 for this phrase.
Finally: Show proof of your claims
You’re not done until you prove yourself by showing them proof of your claims. This can be accomplished by optimizing text content with target keywords in H-tags, images, videos, infographics or podcasts. You can also combine all of these elements for more complete results.
The most important thing to remember is that you must do this in a way that makes sense to the CEO, not some geeky SEO. This means they need to see things written in plain English with simple explanations that are easy to read and understand. It could be well worth it to contact an international advertising agency at this point as they can provide real-time case studies to validate your claims.
If you speak their language, it’s much easier for them to get on board with what you’re proposing. Also, be sure to emphasize how this aligns with their business goals because if it doesn’t, then forget about making any progress at all, no matter what kind of proof you show them.
OK… so now your work here is done. I hope you found the advice helpful. Good luck!